如何撰写高转化率的SEM广告创意（附中英对照指南）

如何撰写高转化率的SEM广告创意（附中英对照指南）

How to Write High-Converting SEM Ad Copy (Bilingual Guide)

为什么虾米音乐在Google Ads表现不佳？ | Why Xiami Music Underperforms on Google Ads?

许多广告主发现虾米音乐在谷歌推广效果不理想，主要原因包括：关键词定位不精准、广告创意缺乏吸引力、落地页体验不佳等。本文将重点讲解如何撰写高转化率的SEM创意。

Many advertisers find Xiami Music performs poorly on Google Ads, mainly due to: imprecise keyword targeting, unattractive ad copies, and poor landing page experience. This article focuses on how to write high-converting SEM copies.

一、创意撰写基本原则 | Basic Principles of Ad Copy Writing

1. 简明扼要 - 用最精炼的语言传达核心信息
1. Be concise - Convey core message in the most succinct language

2. 主题明确 - 围绕推广单元的核心关键词展开
2. Stay on topic - Focus on the core keywords of the ad group

3. 突出优势 - 强调产品或服务的独特卖点
3. Highlight benefits - Emphasize unique selling points

4. 符合规范 - 遵守平台字符限制和内容政策
4. Follow guidelines - Comply with platform character limits and content policies

二、10大创意撰写技巧 | 10 Proven Copywriting Techniques

1. 突出差异化优势
教育类客户可突出地域特色、价格优势等
1. Differentiate your offer
Education clients can highlight regional features, price advantages

2. 强化关键词关联
确保创意内容与搜索词高度相关
2. Strengthen keyword relevance
Ensure high relevance between copy and search queries

3. 包含具体数据
避免空泛描述，提供价格、促销等具体信息
3. Include concrete data
Avoid vague descriptions, provide specific info like pricing

4. 添加行动号召
适度使用"限时优惠"等激励性语言
4. Add CTAs
Moderately use incentive phrases like "limited time offer"

5. 多角度展示卖点
同一产品可从价格、服务等不同维度撰写
5. Showcase from multiple angles
Write from different perspectives like price, service

三、创意优化6步法 | 6-Step Copy Optimization

1. 每个单元设置2+条创意，定期淘汰表现差的
1. Create 2+ copies per ad group, regularly prune underperformers

2. 尝试疑问句式，测试不同行业适用性
2. Experiment with questions, test industry suitability

3. 包含核心关键词，提升相关性
3. Include core keywords, improve relevance

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More SEM tips, follow Kaman Tech WeChat: zhkmkj

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